Newport Interactive Marketers video review Social Networking for Business book

Newport Interactive Marketers (Twitter #NIM) brings together 70 +/- marketers, creatives, developers, business owners, and anyone interested in new media and interactive marketing. We gather monthly for networking and presentations, and we’ve just launched Newport Interactive Marketers’ Fab Finds & Great Reads series.

Newport Interactive Marketers’ Fab Social Media Finds and Great Marketing Reads series: Rawn Shah’s book “Social Networking for Business” with

• Suzanne McDonald, founder of Newport Interactive Marketers, and Chief Content Strategist at Designated Editor, which is based here in Newport, RI: writing and editing website content, blogs & creating social media integration for businesses in Rhode Island and worldwide.
• And Priscilla Pilon, also a member of Newport Interactive Marketers and blogger. Check out Priscilla’s blog WeekendInParis for fantastic – and affordable – tips on what to eat, do, drink & see in Paris.

“Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs”

by Rawn Shah, Jan 2010, Wharton School Publishing

NIM members’ interest in reading “Social Networking for Business?”

Interplay and reinforcement of communities both online and offline. How can each help build a stronger community overall, thinking of Newport Interactive Marketers in particular.

Overview

More of a scientific approach to social networks, not for the casual Facebook user. In fact, Shah makes an important distinction between social media and social networks, which is more along the lines of community:

• Not much social about the book, other than examples: Fiskateers and Wikipedia.
• Not much to spark creativity, more on structure.

Who should read “Social Networking for Business?”

Brands and managers considering designing a community.

What can readers expect? Social network models

• Chart of social government models (p. 30-31)
• Centralized, Delegated, Representative, Starfish, Swarm
• But there’s no strong recommendation for which model works best.

Defined goals and tactics to help nurture your social network, such as

• Which metrics to use
• Understanding motivators such as badges (p. 92-93)
• Interpreting the style & possible meaning behind it
• Contributions
• Leadership models, such as community managers, key players
• Community manager qualifications and actual tasks: such as identifying special interest niches

Most enlightening parts of “Social Networking for Business?”

• The importance of sense of belonging
• Whether the group’s vision is understood and whether members are aligned  with group values (p. 101)
• Identifying commitment levels and gauging where folks are at (p. 116)

Social networking traps to avoid

• Constant marketing or not encouraging a diversity of opinions (p. 116)
• Warnings about the level of effort and planning required from dedicated leadership to “oversee the growth of the social group and environment.” (p. 118)
• Community manager attributes & activities chart is excellent for generating ideas (p. 130)

How can you best benefit from “Social Networking for Business” — or not?

Reading this book and determining whether you have the determination and resources to launch a social community is a whole lot easier than launching one  with real clue of what you’re doing, pouring your heart and energy into it, only to fail. If you’re considering launching a social community, better to research & fail fast.

Thanks to

• NIM members Scott & Michelle Quillan of New England Multimedia for adding their high-def and high-tech know-how and making filming this series possible. NIM is all-volunteer.
• Newport Art Museum for hosting NIM’s Fab Finds series in its historic mansion on Bellevue Avenue.

Be sure to check out the Newport Art Museum’s 4^th Fridays: Kick off the weekend at the museum, fantastic bands, art, beverages, and lots of friendly NIM folks to meet.

Let us know what you think of the #NIM Fab Finds & Great Reads series and follow Priscilla & Suzanne & New England Multimedia on Twitter. For more information on Newport Interactive Marketers, check out our website.